Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not
durable enough. She informed the hospital authorities about Grace Care Inc., a new
company selling lightweight and durable gurneys. In this instance, Marissa played the
role of a(n) ________.
A) strategist
B) buyer
C) gatekeeper
D) influencer
E) decider
Sanguine Services is a small company that uses a marketing strategy in which its
limited resources are employed to target a large share of two small market segments.
Sanguine most likely uses which of the following marketing strategies?
A) individual marketing
B) one-to-one marketing
C) mass marketing
D) concentrated marketing
E) trigger-based marketing
A review of the sales, costs, and profit projections for a new product to find out whether
they satisfy the company’s objectives is called a ________.
A) business feasibility plan
B) marketing strategy development
C) business analysis
D) product acceptance
E) business proposal
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition
Digital promotions have grown in usage and include e-mail, social media, Web sites,
and ________.
A) demonstrations
B) displays
C) store flyers
D) newsletters
E) online ads and video
________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning
Which of the following statements about income distribution in the United States is
NOT true?
A) Over the past several decades, the rich have grown richer.
B) Over the past several decades, the middle class has grown faster than other classes.
C) Over the past several decades, the poor have remained poor.
D) The top 20 percent of earners capture over 50 percent of all income.
E) The top five percent of American earners get nearly 22 percent of the country’s
adjusted gross income.
People cannot focus on all of the stimuli that surround them each day. A person’s
tendency to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia
When a firm varies its price by the season, it is using ________ pricing.
A) product form
B) customer-segment
C) location-based
D) time-based
E) value-added
A company that makes products that have low immediate appeal but may benefit
consumers in the long run are ________ products.
A) deficient
B) desirable
C) pleasing
D) salutary
E) profitable
Which of the following modes of transport should Roland choose to transport the
unprocessed vegetables from Riverdale’s farms to the Giant Beanstalks’ factory quickly
and with minimum cost?
A) air carrier
B) pipeline
C) truck
D) oil tanks
E) air tunnels
Using ________, retailers can share real-time data on sales and current inventory levels
with suppliers.
A) automated storage and retrieval systems (ASRS)
B) vendor-managed inventory (VMI) systems
C) transportation management systems (TMS)
D) warehouse management systems (WMS)
E) distribution center management systems (DCMS)
Marketing in the non-profit sector is applied in all but which of these ways?
A) to enhance their images
B) to attract memberships
C) to publicize the organization’s supporters
D) to design social marketing campaigns for specific causes
E) to encourage donor support
________ is one of the best ways to increase share of customer.
A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing
Which of the following best explains the growth of telephone and online selling?
A) the use of the Do Not Call Registry
B) the ability to make up to 8 times as many more customer contacts per day than an
outside salesperson
C) the similarity in cost between the inside and outside sales forces
D) the difficulty and expense of reaching some customers
E) the preference of customers for face-to-face contact
A company or association’s ________ is designed to help guide responses to complex
social responsibility issues.
A) code of ethics
B) marketing plan
C) non-disclosure policy
D) privacy policy
E) non-compete clause
John Deere does very little promoting of its lawn mowers and garden tractors to final
consumers. Instead, John Deere’s sales force works with Lowe’s, Home Depot,
independent dealers, and other channel members, who in turn sell John Deere products
to final consumers. According to this information, which of the following promotion
mix strategies is being used by John Deere?
A) public relations strategy
B) direct marketing strategy
C) push strategy
D) blitz strategy
E) pull strategy
Which of the following marketing management orientations focuses primarily on
improving efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept
Cost-plus pricing ________.
A) is a complex pricing method
B) involves pricing that accurately reflects production costs
C) involves adding a standard markup for profit
D) aims at breaking even on the costs of making and marketing a product
E) is a value-based pricing method
A market-coverage strategy in which a firm decides to target several market segments
and designs separate offers for each is known as ________.
A) mass marketing
B) differentiated marketing
C) concentrated marketing
D) individual marketing
E) cross-marketing
The authentic Amish dcor of Indiana Wood’s contributes to the store’s ________.
A) product assortment
B) services mix
C) atmosphere
D) segmentation
E) retail convergence
Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content
While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people as they used their
dishwashers in their homes. In this instance, the designers were conducting ________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research
The term big data refers to the ________ generated by today’s sophisticated
information generation, collection, storage, and analysis technologies.
A) large reports
B) huge and complex data sets
C) information requests
D) social media contacts
E) e-mail messages
Brad works with a reputable retailer and leads a team that collects market information
from a wide variety of sources ranging from marketing research studies to monitoring
online conversations where consumers discuss Brad’s firm or its products. Brad’s team
uses this information to arrive at a better understanding of consumers’ behavior and
their buying motives. This, in turn, allows Brad’s firm to successfully generate more
value for consumers. Brad leads the ________ team.
A) product development
B) strategy implementation
C) human resource
D) customer relationship management
E) customer insights
Of the various digital marketing categories, ________ is the fastest-growing category.
A) blogs
B) e-mail
C) social media
D) mobile
E) brand Web sites
A company getting ready to launch a new product must make several decisions. The
company must first decide on ________.
A) whether to launch the product in a single location
B) whether to launch the product in a region
C) whether to launch the product into full national distribution
D) when to introduce the product
E) when to develop a planned market rollout
Which of the following best describes the role of a product steward?
A) to protect employees and laborers from harm
B) to evaluate new product ideas against a set of general criteria
C) to develop a new product concept into a physical product
D) to protect consumers from harm and the company from liability
E) to decide whether to maintain, harvest, or drop the product in the decline stage of the
PLC
Carey David’s wholesale company helps retailers train salesclerks, improve store
layouts and displays, and set up inventory control systems. According to this
information, which of the following wholesaler’s channel functions does Carey David
provide?
A) buying and assortment building
B) selling and promotion services
C) risk bearing services
D) marketing information
E) management services and advice
Describe how marketers can engage in social media.
Through ________ differentiation, brands can be differentiated on features,
performance, or style and design.
A) services
B) channel
C) people
D) product
E) price
A ________ documents an organization’s purpose—what it wants to accomplish in the
larger environment.
A) vision statement
B) mission statement
C) business portfolio
D) value proposition
E) product strategy
Which of the following is NOT a major logistics function?
A) inventory management
B) product designing
C) warehousing
D) transportation
E) packaging
Companies can legitimately charge a higher price if ________.
A) consumers perceive that the company’s product offers greater value
B) the demand for products manufactured by a firm is highly elastic
C) the cost of advertising is minimal
D) derived demand remains constant
E) consumers de-emphasize quality
Over the past few years, Binney and Smith’s Crayola crayons has expanded to more
than 80 countries around the world. Crayola crayons are in the ________ stage of the
PLC.
A) introduction
B) laggard
C) maturity
D) decline
E) incubation